Apple has spent years trying to assemble a “skinny bundle” of TV
channels that it could sell directly to consumers. Last year it
tried it again. So it was surprising to see Eddy Cue, Apple’s top
media exec, tell the Hollywood Reporter today that this isn’t
something he’s particularly interested in.
“As a matter of fact, I’m not a big fan of the skinny bundle,” he
said, and then went on to argue that the real problem with TV
isn’t that people are paying too much for channels and programs
they don’t want, but that the tech they use to watch TV isn’t
Again, this doesn’t square with Apple’s longstanding efforts —
led by Cue — to deliver a skinny bundle. I asked Apple to explain
the cognitive dissonance, and they referred me back to the
Hollywood Reporter piece. So now that we’re done with that
exercise, I’m going to suggest that there are some things Cue
would say differently if he were speaking to someone privately,
instead of in an on-the-record interview.
Here’s my translation.
I think Kafka has this nailed.